Detailed Report: Juice Shop Launch Event, Budget, and Operational Plan

This report provides a detailed plan for the launch of a juice shop, focusing on a celebrity-driven opening event. The report outlines the strategic rationale for the event, emphasizing the importance of brand awareness and trust-building through celebrity endorsement. The plan includes a breakdown of the launch event's budget, covering costs such as business registration, marketing expenses (including celebrity fees), insurance, leasing, operational costs, inventory, and event-specific expenses. The budget also accounts for website development and miscellaneous costs. The total estimated budget is £370,000. The report highlights the significance of permits, inventory, and equipment, including machines, furniture, and tableware. The overall objective is to create a grand opening that attracts customers and establishes the shop's credibility and appeal.

Task 3

TABLE OF CONTENT
PART A...........................................................................................................................................1
Defining launch event .................................................................................................................1
PART B............................................................................................................................................1
Budget .........................................................................................................................................1

PART A
Defining launch event
Statement:
To plan for launching a shop “Refresh” which will sell freshly squeezed juices, tea and
coffee in the form of celebrity opening.
Launch event:
The event will be launched during weekend, in the evening so that nearby tub stations
will also have crowd and people will also have time to attend the event. The event will be
launched on site so that along with the promotion people can also have actual look and
experience of the shop and its product. In the launch event one or two products as welcome drink
will be offered free so that visitors can experience the quality of food. Since it will be a celebrity
opening a fitness freak or celebrity will be invited in the event so that it will give message to
people that launched products are healthy.
Instead of formal ribbon cutting or opening ceremony there will be full entertainment in
the form of music, dance and some performance and interaction session with the celebrity.
Though entertainment and food will include cost huge expenses but this strategy will help to
create brand awareness and popularity among people. Thus from promotional perspective and
achieving business objective these expenses are justified. People are conscious about health and
related products but they tend to consider the juices from shop less trustworthy from quality
perspective. However when celebrities which are more conscious to health will promote the shop
then it will be convenient for the people to trust the products and to buy them. Another benefit of
launching product in the form of grand celebrity event is that it will be able to successfully gain
the attention of public. In addition to this instead of believing on judgements of others people
will get a chance to develop their own opinion by using services at their own. Thus it will be
completely justified to make the opening ceremony huge and grand.
PART B
Budget
The launch event will include following costs:
Area Expected cost
Business registration, licenses and permits £14,000
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Marketing expenses including flyer printing, celebrity cost and
grand opening event
£15,000
Insurance cost (total premium) £25,000
Leasing cost in desired location near tube station £120,000
Operational cost for first quarter (employee cost and bills) £70,000
Inventory, furniture, equipment and gadgets £100,000
Supplier cost (monthly) £4500
Store equipment cost £6,000
Launch event cost £7,000
Website development and other digital promotional tools £400
Miscellaneous £6000
An estimate of £370,000 will be required to set up a medium scale juice shop. The budget
will also include the salary of various staff members for the first three quarters. For starting a
business it is necessary that all necessary permits related to health and safety, occupational
safety, business registrations must also be complete as the priority. Further a huge amount of
investment will be required in inventory and gadgets. It will include all machines or equipment,
shop furniture, tableware juice blenders, sound system, staff uniform, slicers, ingredient bins and
ice making machines required for the shop.
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